The book mostly borrows from a range of over 140 strategic marketing moves within a period of over a century. In this article you will learn how to make your competition irrelevant and have sales and profit. And if you like having books to refer to it is a nice one to have. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future. Blue ocean strategy expanded edition engels door chan kim. Based on a study of 150 strategic moves spanning more than 100 years. Sep 26, 2016 the strategy canvas provides a highly visual tool to help look at future options.
They represent businesses that may not be around today, or werent around until they came on to the scene. Recognized as one of the most iconic and impactful strategy books ever written, blue ocean strategy argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Value innovation is the cornerstone of blue ocean strategy. Chan kim and renee mauborgne, the writers of the 2005 book blue ocean strategy. As competition increases, prospects for profit and growth decline. Blue ocean strategy adalah strategi menciptakan ruang pasar baru yang belum termanfaatkan. How to create uncontested market space and make the competition irrelevant by w. The authors stress that value and innovation must work together simultaneously in order to develop a blue ocean strategy. Perhaps one of the most thoughtprovoking facets of blue ocean strategy is the fact that through research, analytics and realworld examples, kim and mauborgne effectively debunk the notion that new markets are created by new technology. Pdf download blue ocean strategy free unquote books. Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w. In this article you will learn how to make your competition irrelevant and have sales and profit growth in excess of anything you thought was even possible.
Chan kim and renee mauborgne advocate a different approach to strategy. Blue ocean strategy is where a company creates a completely new market space or market category. Embraced by organizations and industries worldwide, blue ocean strategy is a global phenomenon that has sold over 4 million copies. Looking at entire industries in this way allows you to tell over time whether an innovation strategy or a competitive strategy is best.
We call it value innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space. Blue ocean strategy, merupakan salah satu tema penting dalam wacana manajemen strategi lima tahun belakangan. Of course, the blue ocean approach to this model would call. Blue ocean strategy is an important book for anyone seeking a strategy that can help them in their career and in business. If you are new to blue ocean strategy, watch this brief video introducing you to the basic concepts. Back in 2008, i wrote a paper on blue ocean strategy which was published at the international conference on management. Often times, new markets are creating by finding new uses and markets for existing technology. Each industry underwent continuous upheaval, each time spurred by a blue ocean strategy that 1 reduced factors unimportant to buyers, 2 increased factors important to buyers, 3 expanded the market. Blue ocean strategy expanded edition engels door chan kim, renee mauborgne onze prijs. While this came in appendix a in the book, this is a good time to cover three industries with repeated blue ocean creation. Let us say the market that we operate is an ocean cle. Sep 24, 2017 in 2005, blue ocean strategy, expanded edition. Its a useful read for marketers looking for innovative ways to approach business. The goal of a blue ocean strategy is for organizations to find and develop blue oceans uncontested, growing markets and avoid red oceans overdeveloped, saturated markets.
A marketcompeting strategy divides existing wealth between rival companies. I wish i could say my own pursuit of enlightenment led me to chan kim and renee mauborgnes masterpiece on embracing and leveraging difference. Reviewed by special k, etmg writer and blogger in their bestselling book, blue ocean strategy. A blue ocean strategy is based on creating demand that is not currently in existence, rather than fighting over it with other companies. Blue ocean strategies a summary blue ocean strategy is a business strategy book first published in 2005 and. Blue ocean strategy displays an orderly way to deal with making the challenge unessential and traces standards and instruments any organization can use to make and catch their blue seas. Our aim is to make the formulation and execution of blue ocean strategy as systematic and actionable as competing in the red waters of known market space. Essay on blue ocean strategy a marketing book 1053 words. This removes a huge emotional hurdle for many of us who arent exactly thomas edison. The blue ocean is all around us, but you cant escape the red ocean. A global bestseller and one of the best business strategy books available, blue. Challenging the conventional competition based approaches to business strategy, blue ocean.
Red ocean strategy bedrijfsmanagement, bedrijfsplanning, zakelijke tips. Blue ocean strategy is the most successful book on business masterplanning. An introduction to blue ocean strategy mba knowledge base. Blue ocean strategy how to create uncontested market. This collection of work by globally preeminent management thinkers w. View notes blue ocean strategies summary from mgmt 430 at university of washington. All in all, blue ocean strategy is a book worth reading. Chart a path to creating uncontested market space and winning the future. Based on a study of 150 strategic moves spanning more than 100 years and 30 industries, blue ocean strategy addresses this question and provides a systematic approach to drafting and implementing your own blue ocean strategy. May 30, 2017 t his month, we read blue ocean strategy by w. Everyday low prices and free delivery on eligible orders. Jul 21, 2010 blue ocean strategy is the bestselling book which launched a worldwide revolution in business strategy. These blue oceans document new markets and new opportunities. This new market space is created by launching new offerings, with the aim being to make the competition irrelevant so that an organization can grow, uncontested, at least in the beginning.
How to create uncontested market space and make the competition irrelevant, w. This blog article is a overview of some of the key points of the book by w. Blue ocean strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture their own blue oceans. Jan 20, 2015 recognized as one of the most iconic and impactful strategy books ever written, blue ocean strategy, now updated with fresh content from the authors, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Strategy, blue ocean, red ocean, competition, market share. Mobiele website e books managementboek van het jaar managementboek academy management. Our multimedia cases and interactive exercises are designed to help you build a deeper understanding of key blue ocean strategy concepts, developed by worldrenowned professors chan kim and renee mauborgne. May 27, 2014 for that there is nothing better than something called the blue ocean strategy. Want more secrets and tricks like the blue ocean strategy. Chan kim and renee mauborgne of the blue ocean strategy institute and professors at frances insead business school and cofounders of the value innovation. Blue ocean strategy and its implications for businesses. Chan kim and renee mauborgne, professors at insead and codirectors of the insead blue ocean strategy institute. The book succeeds in showing how businesses, can outdo their competitors. The blue ocean strategy can be extremely rewarding, but can also be the most work intensive.
Innovation, new market space and creating demand are central characteristics. If you focus on how to beat the competition as part of strategy development this will typically lead you to a red ocean strategy. Let me try to explain this in simple terms for the benefit of everyone. Blue ocean strategy is a bad book, but it is not your usual bad book. Chan kim and renee mauborgne in the indie business book club. Only then can companies step up to the challenge of creating blue oceans in a smart and. Blue ocean strategy focuses on the ability to create new market space where there is no competition and where the demand for the services becomes uncontested. Made by group d of the minor global trendwatching 2015. Itu sebabnya kini hadir istilah baru yang disebut blue ocean strategy. The blue ocean strategy works to create an untapped marketplace outside of the traditional market boundaries. Their book teaches readers how to create uncontested markets for.
Blue ocean strategy the blue ocean approach is a strategic tool that helps innovation strategists asses current and desired future strategic states whereasred ocean is a current state. For generations, business schools have taught some form of strategy for business. Pdf blue ocean strategy download full pdf book download. See comparison between red and blue ocean strategies here in one simple table. How to create uncontested market space and make the competition irrelevant kindle edition by kim, w. How to create uncontested market space and make the competition irrelevant, a book by professors w.
The expanded edition of blue ocean strategy, is metaphorical, witty, and almost biblical in its commentary of the bloody waters of competitive red ocean market forces. Feb 03, 2015 buy blue ocean strategy, expanded edition revised ed. Aug 27, 2012 to create a blue ocean strategy, organizations must be committed to value innovation. Unlike red oceans, which are well explored and crowded with competitors. May 31, 2016 instead of fighting headon with your competitors, how do you create uncontested market space and make the competition totally irrelevant. It should be noted that most new business launches today are launches in the red ocean domain. How to create uncontested market space and make competition irrelevant. Blue ocean strategy blue ocean strategy is a business strategy book published in 2005 by harvard business school publishing corporation in united state of america, it was written by w. Chan, mauborgne, renee, mauborgne, renee a download it once and read it on your kindle device, pc, phones or tablets.
Blue ocean strategy is a concept that has been pioneered by insead professors, w. Blue ocean strategy is a business book that covers how to beat the competition by not trying to beat the competition. Yellow tail wines blue ocean strategy case study essay 1401 words 6 pages. Blue ocean strategy can be found on amazon blue ocean strategy. It is a dangerous bad book because it takes some thinking to figure out why it is bad, despite its success, and despite the fact that its key metaphor of blue ocean vs. This book brings the best of those articles together all in one place. You may or may not agree with the central philosophy, but you will be inspired.
I think one of the most valuable concepts in the book is the idea that you do not have to have an original idea to employ blue ocean strategy and find success, only original execution. The basic principle of blue ocean strategy is to map out, in addition to the already known markets red oceans, the blue oceans. It is being published in a recordbreaking 44 languages and is a bestseller across five continents. We will introduce the aspects of red ocean strategies that most of the companies use around the world, and then we will compare the advantages and disadvantages of using blue ocean strategies. Dec 11, 2016 blue ocean strategy blue ocean strategy generally refers to the creation by a company of a new, uncontested market space that makes competitors irrelevant and that creates new consumer value often while decreasing cost. The blue ocean strategy is a business book that has become mandatory for modern managers by proposing an organized structure to identify and implement differentiation in any industry and help you grow your business faster. They are the authors of blue ocean strategy, which is recognized as one of the most iconic and impactful strategy books ever written. Blue ocean strategy, the global phenomenon that has sold over 4 million copies and is recognized as one of the most iconic and impactful strategy books ever written, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. May 18, 2009 the book reveals the intuitive characteristics of good blue ocean strategy. How does blue ocean strategy differ from red ocean strategy. Chan kim and renee mauborgne is not the breeziest read but it has some very interesting points for business owners. They assert that these strategic moves create a leap in value for the company, its buyers, and its employees while unlocking new demand and making the competition irrelevant.
Chan kim and renee mauborgne are professors of strategy at insead and codirectors of the insead blue ocean strategy institute. Blue ocean strategy including examples and pdf download. Chan kim and renee mauborgne blue ocean strategy reader. A milestone work that overturns the customary pondering system, this top of the line business book diagrams an intense new way of winning whats to come.
Blue ocean strategies summary blue ocean strategies a. Use features like bookmarks, note taking and highlighting while reading blue ocean strategy, expanded edition. The seminal book blue ocean strategy has sold over 3. How to create uncontested market space and make the competition irrelevant, a. However, blue ocean strategy provides a robust mechanism to. Here is the book descriptions extracted from amazon. A company will have more success, fewer risks, and increased profits in a blue ocean market. There is ample opportunity for growth that is both profitable and rapid. Blue ocean strategy is a book published in 2005 and written by w. This strategy, which is based on extensive research of hundreds of companies spanning across decades and including several industries, proclaims that instead of battling competitors, companies can create new markets for themselves. While the book is aimed primarily at large, traditional businesses, our book club members managed to scale some of the advice to fit our needs. Online shopping from a great selection at books store. Chan kim and renee mauborgne, professors at insead.
Even if you dont have your own business, blue ocean strategys creative recommendations are useful to stretch and challenge your current thinking. Blue ocean strategy proposes that businesses can have more success by creating a blue ocean, rather than trying to compete in the red ocean the traditional market space that is filled with feuding competitors. Introduction thesis statement the wine industry has over the years focused on producing highly priced products that have in turn slowed down the uptake of wines as compared to other alcoholic drinks. Blue ocean strategy is the most successful book on business. This blog article takes a look at what kind of roi some companies have achieved by implementing a blue ocean strategy by w. The strategy canvas provides a highly visual tool to help look at future options. May 26, 2015 summary of the first four chapters of the international bestseller blue ocean strategy. You must keep in mind that there is a deeper potential of the marketplace that hasnt been explored yet. Bos is all about minimizing risks due to competition threat and maximizing opportunities by exploring new boundaries.
How to create uncontested market space and make the competition irrelevant unabridged by w chan kim, renee mauborgne isbn. Its authors, insead professors w chan kim and renee mauborgne, continued their steady progress up the thinkers50 list, finishing second to christensen this year. A blue ocean, as used in the title of this book and strategy, is basically uncharted territory in the business world. Namun ternyata, kesuksesan sebuah perusahaan kini tidak lagi diukur dengan memenangi persaingan berdarahdarah di red ocean strategy.
To seize new profit and growth opportunities, they also need to create blue oceans. Blue ocean strategy provides a systematic approach to break out of the red ocean of severe competition and make the competition irrelevant by reconstructing market boundaries to create a leap in value for both the company and its buyers. Recognized as one of the most iconic and impactful strategy books ever written, blue ocean strategy, now updated with fresh content from the authors, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Blue ocean strategy blue ocean strategy introduction blue ocean strategy is a marketing book by w. Digagas oleh profesor asal korea, chan kim dan rekannya dari perancis renee mauborgne, tema ini hendak mengajarkan kepada kita tentang bagaimana memenangkan kompetisi bisnis yang kian dinamik. Red ocean vs blue ocean an introduction to blue ocean. How to create uncontested market space and make the competition irrelevant book online at best prices in india on.
A global bestseller and one of the best business strategy books available, blue ocean strategy challenges everything you thought you knew about strategic. Most blue oceans are created from within red oceans by expanding existing industry boundaries. Are you and your classmates ready to build the future. A red ocean symbolizes blood in the water, where companies are competing by traditional means like price. Based on a study of 150 strategic moves spanning more than 100 years and 30 industries, it provides. The blue ocean strategy explains how to guide your business across seas with less competition and greater profitability. If desired, senior management should deliberately steer strategy towards blue ocean to avoid red ocean strategy and weakening all the players in the existing marketplace. To understand red ocean strategy let us begin by defining blue ocean strategy. The blue ocean strategy has been used by companies like cirque du soleil to completely redefine the industries they entered by turning the conventional industry boundaries on its head. There are two types of oceans in this world, according to authors w.
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